Content MarketingBy now, most insurance agencies and wholesale brokers have realized the power of content marketing as a critical element of social selling. Content marketing is a powerful tool for attracting potential customers, making connections and building relationships with your target audience.

Content marketing isn’t easy. But if it is done correctly, content marketing works in every industry, in every business, every time. All too often businesses don’t adequately prepare for the demands of developing and executing a successful content marketing strategy.

In practice, content marketing is hard work. You need to have a strategy so that search engines (such as Google) and your target audience can find you. It’s the hard work of sharing valuable, relevant content that your audience is looking for that captures their attention.

Here are 5 keys to successful content marketing:

  1. Take content marketing seriously – Content marketing can be an efficient and powerful way to grow your audience and your agency. For content marketing to work, you need to invest, prioritize and execute. In order to achieve serious results, content marketing must be taken seriously.
  1. Build relationships first – Content marketing is a long-term strategy. Success is no longer measured by the size of your email list, but by the size of your audience. When we build relationships first, those relationships turn into your audience. That audience then becomes your customer or partner, which turns into revenue.
  1. Stop overtly selling – People (including people in your target business audiences) are tired of being sold too. They are savvy consumers who understand the connection between where they are consuming content and who provided the content. Always selling pushes your potential audience away because they will seek other sources of information.
  1. Focus on your specialty/ies – The era of generalization is gone. People look for experts in the specific area of topic for which they are seeking. From a search engine and brand-building perspective, specialization is a pillar of content marketing success.
  1. Invest in your content marketing strategy – Content marketing can have a very high ROI if done right. Doing it right means investing in bandwidth, tools and people. You need to have all of the parts of an online marketing funnel functioning well in order for a content marketing strategy to be successful. You will need to invest time and money in order to see the results you are seeking.

Want to learn more about how you can gain a competitive edge with a content marketing strategy? Contact StartUpSelling and we will be happy to help you explore how content marketing can benefit your company. Call us today at (518) 222-6392 to get started.

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1As more and more business-to-business organizations are embracing the power of social selling, content marketing is fast becoming an important technique to success in the new marketing dynamic of social media marketing. This includes middle market P&C and large group benefits brokers.

Understanding the role content plays in the sales funnel is a key element of designing a winning strategy. Knowing how to use online content to attract a potential customer, make a connection and build a relationship that leads to a deal is critical to your online marketing effectiveness.

In today’s internet-based world of commerce, successful sellers are content creators. Today’s customers recognize the value of information to help them make buying decisions. The best social selling teams and representatives are content creators who know how to deliver the right content to the right customer at the right time in the sales cycle. Research shows that consumers spend a great deal of time online self-educating – searching, reading and researching. Many have made a buying decision before even reaching out to a company representative.

  • 90% of customers start their purchasing decision with a search engine. (Forrester) Provide the type of content that will get you found early in their search efforts. LinkedIn, Twitter and Google Search are top B2B search networks. This is the “secret sauce” to beat and differentiate yourself from your competition.
  • 46% of buyers consume content weekly. 37% spend time daily to better understand business problems and solutions, reports ITSMA/CFO. Another study found that buyers will consume at least 3-4 content pieces to help them make a purchase decision.
  • 45% of buyers require person-to-person contact in the buying process, reports ITSMA/CFO. Customers are looking for expertise and answers to their questions. LinkedIn and Twitter are excellent avenues for demonstrating your expertise through content.

There are three important reasons to use content to build your social selling advantage.

  1. Unique, relevant content will differentiate your company from your competition. People are tired of being sold to. When you offer useful, distinctive, remarkable content you are signaling to the potential client that you are here to help. People will naturally gravitate to sources of beneficial information, where they will be turned off by relentless inundation to try to get a prospect on the hook.
  1. Content can address common sales objections. A well-crafted article or blog post can help answer frequent questions or protestations before they even become a full sentence.
  1. Content marketing will help move prospects through the stages of buying. At each stage, the customer will be hungry for the next stage – so make sure you give it to them! Your bottom line will thank you!

Interested in learning more about you can gain a competitive edge with a content marketing strategy? Contact StartUpSelling and we will be happy to help you explore how content marketing can benefit your company. Call us today at (518) 222-6392 to get started. We’d love to hear from you!

Originally posted by John Scranton on July 28, 2015

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7 Reasons Every Insurance Agency Should Blog

  • Posted on May 26, 2017
  • by John Scranton

Insurance Social MediaIndustry experts say that great insurance marketing begins with a quality. Insurance agencies brokers that do not blog consistently (at least once a week), are missing a big opportunity to impress prospects and clients, and to help improve the effectiveness of their insurance websites. Here are seven reasons that agencies and brokers should have a quality blog:

  1. Drive Website Traffic: A blog, preferably with original content, helps drive clients and prospects to your insurance website. It gives them a reason to visit, and a reason to stay.
  2. Convert Traffic Into Leads: Quality blogs will help convert visitors into interested prospects. Prominent and professional “Calls To Action” will glean prospect information and increase inbound inquiries.
  3. Establish Credibility: Demonstrate expertise by offering timely and topical blog content. High quality blogs answer common questions prospects and customers might have.
  4. Content Baseline: Use your blog to share or repurpose your content in many ways. Send the blog link to prospects, leverage the blog in eMarketing campaigns, share the blog with social media, join and create groups on LinkedIn and post your content to these groups.
  5. Convert to Case Studies, Online Publishers and Vlogs: A succinct blog can be converted into a one page case study, 400 word article or even a recorded video. This repurposed content further extends your messaging, expertise and audience.
  6. Improve Insurance SEO: Blogs help improve insurance search engine optimization. Your original content is indexed by search engines such as Google and Bing, and helps prospects find your insurance agency website through organic searches.
  7. Insurance Website Stickiness: Blogs can and should be one of your most visited website areas, with the longest visit duration on your website. Website visitors impressed with a blog, will be impressed with your expertise.

Some insurance agencies and wholesale brokerages lack the time or resources to create a consistent and professional blog. In these cases they can outsource this important marketing initiative to a proficient insurance agency marketing firm. For more information on territory exclusive Insurance Agency Marketing Solutions visit: https://startupselling.com.

Originally published March 9th, 2015 by John Scranton.

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Should Insurance Agencies be Blogging?

  • Posted on May 22, 2017
  • by John Scranton

Insurance Agency BloggingIt’s the 21st century and it is now time for insurance agencies and broker to begin blogging.

Agencies establish and build relationships on trust. Clients feel the need to trust that their agency is doing all they can, to protect them or their business. Blogging is a great solution for this. It helps build faith in the brand and image of the agency or brokerage. And more importantly, blogging accomplishes the following:

  • Brings the website to life – Most websites are like digital brochures. A blog brings life to the agency website with a dynamic appearance. Moreover, regular blog posts give customers and readers a reason to visit the site again. Agencies and wholesale brokers should also share blog content on social media sites and drive the traffic to the website.
  • More and more pages to grab attention – Each and every blog is another chance to grab the attention of a reader. Optimizing for search engines increases the likelihood your posts will appear in search results and drive new traffic to the website. Using targeted keywords and phrases improves search rankings.
  • Leader in the industry – By blogging, agencies can position themselves as a leader in the industry. A blog puts proficiency and expertise on display. Prospects and clients will instantly start building trust when they see value.

All the above caters to one specific need – engaging the targeted audience. After all the insurance industry is a “people’s business.”

To learn more about how StartUpSelling can aid your company’s content marketing needs click here.

Originally posted by John Scranton on February 20th, 2015.

 

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Blogging Guidelines for Insurance Marketing & Lead Generation

  • Posted on April 25, 2017
  • by John Scranton

Insurance Social MediaMany insurance agencies fail to harness the marketing power of a blog. Note the important rewards of a successful blog:

  • Increase website traffic
  • Create new prospect opportunities
  • Improve client relations/retention
  • Position your agency as a thought leader

Here are a few guidelines that insurance agencies should follow to deploy the power of a blog:

  1. Humanize your content- A blog is much more words on a page. Well written content will create a voice of its own and engage prospects.
  2. Improve your customer service – A blog can be an interactive forum where your agency experts can answer client questions, resolving complex issues or providing key updates.
  3. Give them what they want – Clients/prospects want to easy access to information. By consistently sharing targeted content, you position your agency as a reliable source for the future.
  4. Generate more traffic – Blogs attract new readers and in turn new website visitors. You can encourage website visits by leveraging keyword phrases and internal links as calls to action.
  5. Position yourself as an industry expert – Increase your authority by posting current, relevant  and targeted information that is important to your prospects.

To know more about how blogs can improve your web marketing program, visit us at StartUpSelling.

Originally posted by John Scranton on January 20, 2015.

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3 Reasons Why Blogging is Effective and Fulfilling

  • Posted on April 21, 2017
  • by John Scranton
  1. Insurance Agency MarketingContent Conveys our Expertise and Value Proposition – If you read 2 or 3 entries of this blog, you will learn what StartUpSelling provides, why we feel it is important and how we believe we are different. This sounds like information that would be included in a sales pitch, but in a blog it is woven into the fabric of useful and educational information. Blogging allows prospects to learn and glean valuable insights without commitment, and allows the writer to deliver their marketing message – at the same time.
  2. Its Another Venue to Interact with Clients and Prospects – Some prospects like to talk on the phone, some like to interact via email, some like to connect on LinkedIn. Others like to read your content for weeks or even months before they develop an interest in the source. We regularly have conversations with prospects who explain they have been following our blogs and over time realized that their needs exceeded what they can read about and implement internally – now they enter our pipeline.
  3. Blogging Allows me to Share What I Learn Expeditiously  – When I am working with clients and colleagues or learning from other industry experts I pick up many useful insights and concepts. A B2B blog gives me the opportunity to quickly apply that insight and pass along the information. A few minutes ago I had a reminder of the value of a blog, now I am sharing that reminder with you.

Originally Posted by John Scranton on January 30, 2012

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StartUpSelling Insurance Marketing Team Publishes 2,000th Blog

  • Posted on November 15, 2016
  • by John Scranton

Insurance Web MarketingStartUpSelling’s team of insurance marketing and lead generation professionals are pleased to announce they recently published their 2,000th blog post. Visit their blogs to learn about:

If your insurance agency would like to improve marketing or lead generation in 2017, contact us today.

 

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From the Archives: Irresistible Blog Titles

  • Posted on November 2, 2016
  • by John Scranton

Insurance Agency MarketingI just clicked on a LinkedIn post titled Irresistible Something. Or was it Blah Blah Irresistible? I can’t recall, but I had to click. Because, well, it was irresistible!

I would have passed on a good or even a great post, but irresistible? No chance. The lesson here is that social media postings, blog titles, email subject lines and website verbiage are significantly impacted by subtle nuances.

The web marketing landscape is cluttered with noise, but there is room in the long tail to be exceptional and gain mind-share from coveted prospects. I challenge you to find the subtle changes that make your content irresistible.

Originally Posted on March 28, 2013 by John Scranton

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Insurance Social MediaIndustry experts say that great insurance marketing begins with a quality. Insurance agencies and wholesale brokers that do not blog consistently (at least once a week), are missing a big opportunity to impress prospects and clients, and to help improve the effectiveness of their insurance websites. Here are seven reasons that agencies and brokers should have a quality blog:

  1. Drive Website Traffic: A blog, preferably with original content, helps drive clients and prospects to your insurance website. It gives them a reason to visit, and a reason to stay.
  2. Convert Traffic Into Leads: Quality blogs will help convert visitors into interested prospects. Prominent and professional “Calls To Action” will glean prospect information and increase inbound inquiries.
  3. Establish Credibility: Demonstrate expertise by offering timely and topical blog content. High quality blogs answer common questions prospects and customers might have.
  4. Content Baseline: Use your blog to share or repurpose your content in many ways. Send the blog link to prospects, leverage the blog in eMarketing campaigns, share the blog with social media, join and create groups on LinkedIn and post your content to these groups.
  5. Convert to Case Studies, Online Publishers and Vlogs: A succinct blog can be converted into a one page case study, 400 word article or even a recorded video. This repurposed content further extends your messaging, expertise and audience.
  6. Improve Insurance SEO: Blogs help improve insurance search engine optimization. Your original content is indexed by search engines such as Google and Bing, and helps prospects find your insurance agency website through organic searches.
  7. Insurance Website Stickiness: Blogs can and should be one of your most visited website areas, with the longest visit duration on your website. Website visitors impressed with a blog, will be impressed with your expertise.

Some insurance agencies and wholesale brokerages lack the time or resources to create a consistent and professional blog. In these cases they can outsource this important marketing initiative to a proficient insurance agency marketing firm. For more information on territory exclusive Insurance Agency Marketing Solutions visit: https://startupselling.com.

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Should Insurance Agencies & Wholesale Brokers be Blogging?

  • Posted on June 3, 2016
  • by John Scranton

Insurance Agency BloggingIt’s the 21st century and it is now time for insurance agencies, wholesale brokers and MGA’s to begin blogging.

Agencies establish and build relationships on trust. Clients feel the need to trust that their agency is doing all they can, to protect them or their business. Blogging is a great solution for this. It helps build faith in the brand and image of the agency or brokerage. And more importantly, blogging accomplishes the following:

  • Brings the website to life – Most websites are like digital brochures. A blog brings life to the agency website with a dynamic appearance. Moreover, regular blog posts give customers and readers a reason to visit the site again. Agencies and wholesale brokers should also share blog content on social media sites and drive the traffic to the website.
  • More and more pages to grab attention – Each and every blog is another chance to grab the attention of a reader. Optimizing for search engines increases the likelihood your posts will appear in search results and drive new traffic to the website. Using targeted keywords and phrases improves search rankings.
  • Leader in the industry – By blogging, agencies can position themselves as a leader in the industry. A blog puts proficiency and expertise on display. Prospects and clients will instantly start building trust when they see value.

All the above caters to one specific need – engaging the targeted audience. After all the insurance industry is a “people’s business.”

To learn more about how StartUpSelling can aid your company’s content marketing needs click here.

 

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